Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Rice, Pasta and Noodles in Slovenia

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Executive Summary

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PROSPECTS

Category maturity to limit future growth

In 2018, rice, pasta and noodles recorded its strongest performance of the review period in current value terms, while volume sales stagnated. This can be attributed to rising demand for higher priced products and the impact of carbohydrates being partly to blame for rising obesity.

Pasta continues to dominate sales

Pasta continued to dominate the wider category in 2018, accounting for more than two thirds of overall value sales, followed by rice with around a quarter of value sales. Noodles, on the other hand, remained only a small category, although interest in these products has been increasing among local consumers, especially younger generations, who have become more open to Asian cuisine.

New product developments seek to cater for changing consumer demands

Average unit price increased in rice, pasta and noodles in 2018, mainly as a result of the growing popularity of higher priced standard and premium products across all categories. This is a clear sign to producers that they need to continue to offer a wider range of products in line with changing consumer demands as a result of increasing health awareness and rising disposable incomes.

COMPETITIVE LANDSCAPE

Barilla Adriatik remains the leading player

Barilla Adriatik remained the leading player in rice, pasta and noodles in 2018, commanding around one fifth of overall value sales. The company’s position can be attributed to strong consumer awareness of its Barilla brand, which is typically viewed as offering authentic Italian pasta.

Marketing and innovation remain key to success

The domestic food company Žito ranked a fairly close second to Barilla in 2018. Žito’s position can be attributed to its longstanding presence in the market, which means local consumers are very familiar with its products.

Private label continues to gain share

While standard rice, pasta and noodles dominate sales, as in most other categories, premium and economy variants are growing in popularity. Sales of premium offerings are being fuelled by rising disposable incomes and the health and wellness trend, while economy products are being driven by offering an improved price/quality ratio.

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